Artist: Writer, Thespian, Vocalist, Dancer & Model.

The magic of Euphoria Music Festival lingers

The 2017 Euphoria Music Festival came to an end and yet the magical feeling of experiencing music with over 50,000 people in Austin, Texas lingers vividly in memory. I can still hear the crowd chanting at Chromeo, and I can relive the hypnotizing light show alongside Moby’s DJ set in my mind. Perhaps this is one of Euphoria’s most lovable and endearing traits: the music festival exerts a natural high of happiness and contentment that stays with you in silence even after it’s all over. For a few hours, everyone that passed the gates entered an intimate and intense world of music, dance, art installations and light shows. There were three stages on the map: Euphoria, Elements and the Dragonfly. The first two stages are the larger set-ups, but the Dragonfly stage is a beauty, waterfront to the Colorado River. A map of the grounds can be found on the official Euphoria app that was released in April.

Upon entrance to Carson Creek Ranch, the eyes are filled with bold and bright colors, canopies, giant tents, kites, butterflies, swing sets, hammocks, bubbles and an artisans alley. The festival even has a volleyball court, wedding chapel and a giant Tree of Life. There is a sign below the Tree of Life that reads: Write down wishes, hopes, dreams, etc. and set ’em Free. It was very moving to see the thousands of notes left on the tree. Watching the festival with digital eyes that changed moods and colors as the sky shifted from day to night — at the Elements stage there was a steep, tall fox (or wolf) overlooking the crowd. Several times I got lost staring into its round eyes as the music played.

“Founded by Mitch Morales, the 2017 festival included headliners like Chromeo, Knife Party, Moby (DJ set), Oliver Heldens, Post Malone, The Disco Biscuits, Wiz Khalifa, Zeds Dead and many other artists; bringing the sum total of the line-up to 70. As the region’s largest independent music festival, Euphoria attracts over 50,000 fans each year, all while maintaining the qualities that land it on many annual Top 10 lists. Conveniently located just minutes from Downtown Austin, the multi-stage music and camping festival returned to Carson Creek Ranch on the banks of the Colorado River and offered world-class visuals, unique stage designs, artist workshops, interactive experiential installations, enhanced camping options and much more.”

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Euphoria showcases the professionalism, style and acute qualities equal to a global event like Austin City Limits, Burning Man or Lollapalooza. Festival goers can see the time, love and energy invested into the decoration and preparation for the festival. However, unlike the ACL Music Festival that draws 450,000 people—Euphoria is much smaller in attendance and exposure. This independent festival deep in the heart of Texas provides a more intimate experience. Using the power of music to bring everyone together, Euphoria is a festival made for the community. The Euphoria Music Festival feels personalized and charming. The size of Euphoria provides a natural, easy going way of drawing people together. Even if you are attending alone as a member of the Press, like me. That is one of the nice aspects of a festival is various walks of life coming together for the love of music.

Ultimately, the magic of Euphoria re-awakened my love for music festivals. It brought back the fun and joy of a festival that I used to feel when I was younger. As a local Austinite, I’ve been blessed to attend live shows and music festivals since before I could drive a car. I was one of the lucky people from Austin to experience the live music scene before it morphed into what it’s become today. (True, the music scene has improved with better venues, more esteemed artists and a boost in the economy, but it also came at a cost for the locals.) Years ago I was so sentimental about live music, I saved all of my ticket stubs that are now in a box. Honestly I don’t know how many times I wore a costume or got dolled up for a live show, like the night when I was the absinthe fairy covered in metallic glitter with green wings for Galactic’s Halloween show at Stubb’s. Countless days and nights, my friends and I would gather in masses to rock out, dance and let loose. Alas, after too many festivals and concerts for my stamina-—after one too many expensive tickets, late nights that lead to hangovers and dating too many musicians—the magic began to fade out. Secretly I started to become a little jaded: been there, done that and bought many, many t-shirts. The thrill of live music had begun to alter from love to stress. My heart no longer felt that spark like it once did when I was younger and I really only attend concerts these days at specific venues and no more festivals. Fortunately, Euphoria brought that nostalgic, familiar adrenaline rush back into my heart and it reminded me why I used to love festivals so much. Euphoria made my heart feel lighter and made me feel younger. Frankly I did not know what to expect at Euphoria. And to much delight, Euphoria Music Festival captured the intimacy of the art scene that used to be in ATX. I hope as the festival grows more and more each year that Euphoria will never lose its unique charm.

I highly encourage music enthusiasts to mark Euphoria Music Festival on their bucket list. A strong indicator as to whether or not a musical event was a success is greatly determined by if the audience transcended time. Meaning, while the band is playing, the DJ is spinning or the musicians are on stage, those in attendance lose track of time. We forget our worries, stresses and anxieties for a while. We are present in the moment and feeling alive in the rhythm of the music. Euphoria Music Festival can and will take you to a transcendental place.

Published by Nicolette Mallow

Nicolette Mallow is an Artist: writer, dancer, vocalist, thespian and model. Writing is Mallow’s strongest artistic skill. Internationally published in the United States and Europe, Nicolette has obtained 110+ publications thus far. Mallow has interviewed an extensive list of talent and collaborated with companies and PR teams from Texas Monthly, National Geographic, Prevention magazine, HBO Films, The Hollywood Reporter, SXSW, The David Lynch Foundation, Cine Las Americas, The University of Texas at Austin and more. Presently her portfolio entails 12 national awards or scholarships, including both individual and group projects.
Since 2005, for 14 years Nicolette Mallow has covered hundreds of press, corporate and red carpet events as a writer. Once, she was a public speaker at a nation wide business conference. Her career is diverse but the focus is always the arts. Working with Press and Publicity teams from companies like Sunshine Sachs, Fons PR, Frank PR and CW3PR — Mallow can liaise with publicists, entrepreneurs and their brands.
Over time Nicolette has attained Press Credentials to events including the following: Texas Film Awards (hosted by Austin Film Society), The Mexic-Arte Museum, Austin Film Festival, Euphoria Music Festival and The Blanton Museum of Art. She also wrote for Savannah Magazine, a radio station operated by EMMIS Communications, District newspaper and the Thinkery. In her spare time Nicolette is creating a magical realism novel and turning her nonfiction memoirs into short story novellas.
Obtaining two degrees from the Savannah College of Art & Design (SCAD), she has a B.F.A. in Writing and a Master of Arts degree in Arts Administration (a graduate degree now recognized as Creative Business Leadership). Born and raised in Texas and NYC—Nicolette Mallow is also a world traveler that lives for art and loves to learn. “L’art Pour L’art.”
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